Carnation shopper activation in March

Between 6 and 23 March the Dutch carnation growers, the VBW, the Flower Council of Holland, and the Oranje Fonds (a national Dutch social charity) are staging a carnation promotion. We will be encouraging the public to thank people around them with carnations. Shoppers also has the chance of winning some great prizes when buying a carnation bouquet. The Oranje Fonds will also be providing discount vouchers to volunteers from the NLdoet voluntary work weekend. All under the slogan ‘Bedank je kanjer met een (k)anjerboeket’ ('Thank your hero with a carnation bouquet' -all in aid of a cancer).

Say thank you with carnations
With this shopper activation, we will permanently link the carnation to a floral ‘thank you’. We will inspire the public to thank that particular star (or heroes) in their life with this flower. Nice for both the recipient and the giver. Because if you buy a carnation bouquet costing € 14.95 or more you get a voucher that gives you the chance to win a wellness pamper day for two people. Or a carnation bouquet as a ‘thank you’ for yourself. Ten pamper days worth €100 are being given away, as well as 50 carnation bouquets. This is being done via a unique code on the promotions page on Mooiwatbloemendoen.nl, which will go live at the beginning of March.

Discount vouchers for the stars from NLdoet
In addition to the activation in stores, the Oranje Fonds is also giving away discount vouchers. The fund will be doing this during NLdoet voluntary work weekend on 15 and 16 March to 200,000 registered volunteers. They can use these to give themselves a bouquet packed with carnations with a 25% discount. A blooming thank you for their hard work during the Netherlands’ biggest volunteer campaign.

Publicity
We will be directing the public to participating florists by means of social media advertisements. In-store POS material will highlight this promotion. Participating VBW members will receive a promotion pack consisting of A1 posters, bouquet cards, promotion vouchers and bouquet inserts. The shops will also be listed on the shop finder on Mooiwatbloemendoen.nl.

Want to participate?
The VBW has started recruiting participating florists. Registration for this closed on 24 February 2019 for the shopper activation via the VBW's registration page. For more information, e-mail us with your name and address details to the Flower Council of Holland: f.fiers@bloemenbureauholland.nl.